Charles vs Carlos: the merch race

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Formula 1 driver merch is shifting from logo-stamped fanwear to statement-making apparel.

What we’re observing is part of a broader trend across sports: athletes and teams are increasingly leaning into lifestyle-driven apparel as fans actively seek stylish, meaningful pieces they can wear daily.

And it’s no longer product-first, but story-first.

So when beloved Ferrari driver Charles Leclerc finally launched his own merch last month, it instantly stirred excitement. As a long-anticipated moment in his personal brand evolution  – something fans had been waiting for years – the numbers didn’t disappoint. Within 30 minutes, the announcement hit 1M views and 100K likes.

Fans were thrilled, items were almost gone within days, and visually, it leaned towards a lifestyle line rather than typical fan merch. Minimal, stylish, with clear nods to his heritage.

But while the hype was organic and deserved, the launch also revealed a familiar pattern across athlete brands: where strong potential meets strong demand, but lacks a deeper understanding of fan psychology and long-term strategy.

World-building is one of the most complex and most overlooked parts of strategy development. With CL16, it felt like ‘we did it because we finally could’ instead of ‘we’re building something,’ especially since it was a launch of his actual brand, not just a one-off drop. Yet, it wasn’t sold as a part of the story.

And these are patterns seen across many athlete-led merch launches (especially first ones), not unique to Charles:

Many newer F1 fans are aspirational viewers looking for more accessible options. They might indulge, but only if they see strong value matching the price.

Interestingly, other studies show that while high-income sports fans are willing to pay more, their expectations evolve equally fast; they want personalisation, emotional connection, and exclusivity.

So even in luxury sports such as F1, the pricing still needs to be justified through story, world-building, and relevance. No matter the income level of your fanbase.

Fan thinking: ‘I adore him, but I’m not spending that much on another driver drop. I’ll just find something on Etsy.’

The gaps simply show how much opportunity athletes’ personal merch brands have, especially with already emotionally invested audiences.

Studies on sports merchandise consistently show that emotional connection and storytelling are among the top drivers of purchase intent, yet most athlete-led collections still lean on a hype-driven moment.

A common mistake is treating fanwear like a checkbox, while it’s one of the most powerful connecting points between athletes and their fans.

And another one is thinking fans will buy anything their favourite athlete sells. Yes, some buy instantly, while others respond more to storytelling and relevance they can emotionally connect to.

Seeing a ‘sold out’ sign is a commercial goal, but what’s even better? Making it unforgettable and setting a new standard.

Yes, you can make your merch good.

But what about great?

So… how can fans emotionally buy into driver merch?

Drivers with consistent image and selective partnerships – like Carlos Sainz, Lando Norris, and Max Verstappen – tend to establish stronger brand coherence. The said consistency helps build trust and loyalty, which in turn gives athletes creative freedom to experiment without losing credibility.

In short, they can introduce something new without it feeling off-brand.

And with Carlos being one of the ‘merch-less’ F1 drivers with a strong brand foundation, let’s use him as an example of what an athlete-led merch could look like when it fills the most common gaps.

Because while Charles proved how powerful driver merch can be –

Carlos might prove just how powerful it can be when done properly.

Even after moving from Ferrari to Williams – a transition most people would assume is commercially ‘less attractive,’ his personal brand has only evolved. There’s a reason why companies like Santander followed him even after he stopped wearing red, and it’s not just shared Spanish roots.

Why?

Consistency, selectiveness, and precision.

He is strategically diversifying his personal brand across industries, yet each move is carefully aligned with his image and not rushed. His partnerships reinforce a clear narrative:

– Allbirds x Stanley Tucci feature gave fans a deeper sense of Carlos beyond the racetrack.

– L’Oréal ambassadorship played into an existing 'hair' lore and opened him to a new industry.

– Hackett London SS25 campaign with his father reinforced his visual aesthetic and family as one of the core brand values.

He collaborates with intention, taking into consideration his image, audience, and long-term positioning.

So how could he launch his own merch?

Carlos’ personal style is classic, even if he’s rocking streetwear pieces – but fans don’t necessarily want to dress like him. They do, however, want to make a statement while supporting him.

So what direction could he take?

Partner with a brand that already knows culture, fan psychology, and streetwear – like Nude Project, a Spanish-born fashion brand known for its signature bold designs, creative marketing, and a world-building-first/product-second mentality.

Why Carlos Sainz x Nude Project?

→ They share Spanish roots, making the partnership authentic and culturally aligned. Carlos’ previous appearance on NP’s podcast back in 2024 also makes the collaboration feel more natural.

→ Nude Project already understands how to launch products emotionally, creatively, and logistically, which would strengthen Carlos’ merch launch and help avoid the common mistakes (from the pre-launch strategy to actual shipping policies), areas where traditional driver brands may struggle.

→ The brand could amplify the side of Carlos fans love – witty, self-aware, funny – in a way his usual luxury-focused partnerships don’t. Think of it as adding another angle to his personal brand development.

→ NP knows exactly what young, aspirational, stylish fans are seeking. Yes, it’s great when the style reflects your favourite athlete’s style… but what about you? What would you, as a fan, want to wear? They could be the brand to launch chili-shaped bags, bold yet classy graphics tees, and vintage-inspired ‘55’ jackets.

Funnily enough, NP just featured an F1-style race car in their Black Friday campaign, proving they understand motorsport culture and its influence in pop culture.

While it might not fit the perfect Sainz brand picture, it can be equally powerful because it’s unexpected. When an athlete with a strong branding and intentional approach makes you say, ‘Oh wow, I didn’t expect that,’ it feels intentional.

Today, the link between fashion + self-expression + fan x athlete connection is tightly intertwined. What fans wear is both a statement and a reflection of self-identity, community, and participation.

And here’s the wildcard: great merch and a fan-first strategy don’t just activate your fans – they also attract adjacent fanbases whose psychological, aesthetic, and fan needs are being met more effectively: ‘Wait… I’m not even a fan, but they get me. Should I switch?’

Whether an athlete is launching merchandise as part of a collaborative effort or within their own brand, it needs to check many boxes, including the most overlooked ones: